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Being strategic in the types of questions we ask our prospect is crucial in developing your business. Asking the right questions can encourage your potential to offer valuable information, traditionally, may have been challenging. Here are our top five questioning techniques to convert an opportunity.

1. Listening and Establishing the EssentialsWhen the initial enquiry is made, your number one strategy must be to listen. Ask open ended questions, this allows the prospect to divulge information that is relevant to their business needs. Example, Tell me about your conference last year? Is there anything you would change?The next step is to establish all the essential pieces of information and record this correctly.As sales specialists we must have a strategic enquiry process. An enquiry form will assist this process and should be easy accessible always.The general questions asked include timings, how many people, accommodation requirements, audio visual and general information. These questions are key, as the answers may direct your pitch completely differently.These answers are to be properly recorded in your CRM system, trust and reassurance can be formed by showing the prospect you don’t need to ask the same question twice.If you do not have an enquiry form, email us and we will send you a template.But we also want to gather some further sales intel…..

2. Are They Potentially a Once Off or an Ongoing ClientWe want to know if they will be a one off only client, or a prospect we can form a valuable long term relationship with. Instead of asking “how many events do you hold per year?” let's be more strategic. We could ask, “is this event relating to another event, another conference, or is it a series that you have been implementing?”, “Or is it an annual event?”, “Did this event happen last year?”...These types of questions lead our prospect. It gives them the opportunity to talk more about their business and about their event.These questions give you insight into what ultimately the client is going to become to your business.

3. The Elephant in The Room; Budget.Clients budgets are ever changing, some years are great but more recently our clients have become very dollar oriented.Every venue representative they speak to is going to ask, “Do you have a budget”, but this is a question a lot of clients do not want to answer or potentially don’t have the answer as yet.So instead of directly asking the budget question, ask “where did you hold this event last year?”. The beauty of this question is that it is going to lead us into having an understanding of what their budget has typically been in the past.If the previous venue is in a very different position to your venue, you can ask “that is a very unique venue, our venue is a bit different, have circumstances changed in the business?”.That gives you the opportunity to talk more about the client’s situation and needs, and equally gives the client more space to further discuss their business direction.These questions provide you the answer and an opportunity to learn more about their needs.​4. ROI - Return on InvestmentIf you’re not comfortable is asking the clients ROI on their event, instead ask “What is the purpose or desired outcome of the event?”Allow the client to talk about the actual event. What the event means to their clients, their business. This will give you information without asking any questions and can provide opportunity to get further information of the values of their business to your business. This can lead to further conversation which may assist in developing your connection with the prospect.

Which ultimately is 101 sales, this is what we want to do, create a connection.

5. Past ExperienceKnowing about your prospect’s previous experience is invaluable and ultimately increases your conversions.What went right and what went wrong…? The value to us as the new potential supplier, is that we can have a clear understanding of lessons learnt.After asking, where have you held this event in the past, to their answer then ask “they are a unique/fine hotel/venue/supplier, tell me, was there anything that you would have changed?”.“Changed” is the most valuable word in this conversation, as you will be able to use this information when submitting your proposal. Because you can focus on this to show how you are different from your competitor.

ConclusionAfter you have gathered all this useful data and invaluable information, use it to your businesses advantage. Create your proposal with the clients ROI in mind. Acknowledge how your business

We have gathered a line-up of expert speakers from the events industry and business world at large to provide you with valuable insight to enhance your sales skills. Have your laptops and iPads at the ready, as we’ll be sharing practical ideas and actions that you can implement as soon as you’re back at your desk!

Delve into the fundamentals of your sales processes. Find ways to improve efficiencies and manage prospects, and uncover new ideas to maintain and develop relationships.

Discover how to attract more of your ideal client through LinkedIn and how to position your company to stand out to your target audience.

Hear from leaders in the industry who will share their journey and real-life experience in building their business and why innovative thought is essential for growth.

Uncover your own potential. We will show you how to increase your influence and confidence using powerful communication techniques and why your presence and perception may be holding you back.

Join us for a jam-packed day and walk away with new strategies and a fresh outlook.